Editor’s Note: This article is the sharing of the senior brand trader Yunfeng in the “Pro·WISE Salon”, edited and released.
Yunfeng: From 2010 to 2014, he served as the second child of Tmall apparel category. He founded mcn company and cultivated a number of million Weibo fan accounts in one year and created sales. From 2017, the apparel brand of 100 million has officially entered the category of branded consumer goods. Through the operation of new media channels, it has cut into the beauty track, hatched the brand of Yiyimei makeup, and formed a set of consumer products that can be replicated and iterated. Flow and channel laying, rapid play.
云枫
Hello everyone, I am Yunfeng. He made clothing in Ali from 2010 to 14 and opened an MCN company in 14 years. His clients include Ruhan. In the past year, 30 net reds have been hatched, and four or five of them have relatively large traffic. The annual sales of apparel is 200-300 million yuan, and the beauty makeup is 1-2 billion. Reds can’t be copied and uncontrollable. Plus, the supply chain of clothing is relatively simple. There is no way to make the volume very large, so I don’t continue to do it. Later, I made a brand-generation operation company. The reason for cutting from the beauty makeup is also very simple: the beauty data exceeded the women’s wear last year, and the speed of the whole beauty brand is incomparable to other categories. The category is to see which category is the fastest growing and can be quicklycopied. When beauty moves back, there are two ways out, one is selling brands and the other is selling goods. Selling brands such as SK2 and Dabao; if you sell goods, the same person’s clothing will have a net profit of 20% to 30%. If you can maintain a high-speed growth, you can have a net profit of nearly 10%.
Understanding the brand: category, product channel, marketing price
The
category determines your ceiling and growth rate. For example, a mattress, a mattress is a type of snowball that needs to be rolled for a long time. I like the category that I can pull up in a year or two, and there is a very important underlying logic. For example, meal replacement is actually a category that everyone is very optimistic about now, but I personally are still waiting to see this category. Although the commercial maturity is not much different from that of European and American products, the resumption of meal replacement is very low. Maybe eating an apple and eating a meal meal when you lose weight, there is no big difference at all.